Experience Maps

Prior to this semester of school, I did not have any knowledge of the various types of existing UX documents, nor what they entailed. I read through a couple of articles about UX documentation and found myself feeling overwhelmed and confused by the amount of information there was to process. After going through the long list, I couldn’t remember which document served what purpose. Realizing that knowledge wasn’t retained too well, I knew I would need to go through each type of documentation individually to gain a deeper understanding.

From the articles I read, I found there were several different types of ‘maps’ listed as common UX documentation; there were empathy, scenario, and experience maps. Out of those maps, the experience maps in particular seemed very complicated. I wanted to do my own research and learning about experience maps so I could come to better understand what they entail, what their purpose is, and in what ways they can be constructed. Now that I have done that, my grasp on the subject is much more firm.

What are they?

Experience maps, sometimes referred to as customer journeys or user journeys, visually depict the user’s point of view. They show how an individual will interact with a product or service; many seem to be split into a few key phases, showing what the user is doing, thinking, or feeling in that moment. It’s a wise idea to have personas constructed beforehand, so the persona can be used to represent the user. It’s vital that the map is created from the user’s perspective and point of view to better understand and connect with your audience.

Each experience map varies from the next. There isn’t one specific layout or set of rules to follow; its design and complexity will be tailored to each individual project. From the example experience maps I’ve viewed (a couple examples are included below) and articles I’ve read, most maps tend to detail the user’s needs, emotions, thoughts, actions, and reactions at each point during the interaction. They also depict the experience phases, system factors, touch points, and a path. The more factors and details you include, the more you will be able to understand your user and what they need. However, designers should remember to spend an appropriate amount of time and effort on their documents.

http://www.ux-lady.com/wp-content/uploads/2013/03/time-line-exp-map-2.jpg
https://www.safaribooksonline.com/library/view/user-experience-mapping/9781787123502/assets/B06083_09_08.png

As for when to use an experience map, that can really be at any point during the design process. It’s a document that will be reviewed and referred to often, serving an important resource for the entire team working on the project. Because of that, the earlier it’s developed, the better.

While the process of mapping out a user’s experience may seem tedious and time-consuming, it’s often worth it. It’s a very effective way to better understand your audience. During the design process, it can, at times, be easy to forget who we are designing for; this sort of documentation helps to maintain mindfulness and empathy for the intended user. When this is done before your product is created, mapping the user’s experience will additionally give a clearer idea of the big picture and catch unforeseen problems before they occur. As a result, friction will be decreased, the product or service will likely be better fit to suit the user’s needs, and the project will achieve greater overall success.

Sources:

https://uxdesign.cc/user-experience-mapping-alice-emma-walker-868259547ba8

http://www.ux-lady.com/experience-maps-user-journey-and-more-exp-map-layout/

https://www.nngroup.com/articles/ux-mapping-cheat-sheet/

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